OneLink.to is a smart link and QR code service that automatically routes users to the correct app store based on their device—perfect for simplifying app distribution across iOS and Android. However, it's designed purely for routing and basic click tracking, not for running paid ad campaigns or measuring attribution. In this guide, we'll explain what OneLink.to does well, where it falls short for performance marketers, and why teams running ads quickly need a full mobile measurement partner like Linkrunner.

OneLink.to Overview: Features & How It Works

Launched in 2011, OneLink.to is a web-based service for creating smart download links and QR codes that route users to the correct app store depending on their device. Instead of managing separate links for iOS (App Store), Android (Google Play), and desktop (web fallback), you create one universal link that handles all the routing logic automatically.

Here's how it works:

When someone clicks your OneLink.to link, the service detects their device and operating system, then redirects them to the appropriate destination—App Store for iPhone users, Google Play for Android users, or a custom fallback URL for desktop visitors. This device detection happens instantly, creating a seamless experience for users regardless of how they access your link.

Core features include:

• Device and OS detection – Automatically identifies iOS, Android, desktop, or other platforms

• Dynamic link editing – Change your destination URLs anytime without updating the link itself

• Click analytics – Track how many clicks you receive and which platforms they come from

• UTM parameter support – Add campaign tracking parameters for basic traffic source identification

• QR code generation – Every link can be represented as a scannable QR code

• Fallback URL customisation – Define where non-mobile users should land

Basic OneLink URL structure:

The service offers free and paid plans, with higher tiers providing more links, increased click limits, and additional features like custom link previews for social media sharing.

What OneLink.to Does Well

OneLink.to excels at solving a specific problem: simplifying organic app distribution across multiple platforms. For certain use cases, it's genuinely useful and cost-effective.

Perfect for organic distribution channels:

The service shines when you need a single link or QR code that works everywhere without the complexity of attribution tracking. Email signatures, social media bios, LinkedIn profiles, press releases—anywhere you're sharing your app organically, OneLink.to eliminates the friction of maintaining separate iOS and Android links.

Dynamic editing saves time and prevents broken links:

One of the most practical features is the ability to update your destination URLs without changing the link itself. If you launch on iOS first and add Android support later, you simply edit your OneLink to include Google Play—the same URL, QR code, and marketing materials continue working. This is particularly valuable for printed materials like business cards, packaging, or posters where you can't easily update the link after distribution.

Cross-device compatibility with zero setup:

There's no SDK to integrate, no developer resources required. You create a link, paste in your store URLs, and you're done. For early-stage startups or non-technical founders, this simplicity is a major advantage.

Free plan for basic needs:

You can start using OneLink.to without a credit card, making it accessible for bootstrapped teams who need basic routing functionality for organic traffic.

For teams focused purely on organic growth—app store optimisation, word-of-mouth, PR, and content marketing—OneLink.to delivers exactly what's needed without unnecessary complexity.

The Critical Gap: What OneLink.to Can't Do for Performance Marketers

Here's the crucial distinction: OneLink.to is a routing tool, not a mobile measurement partner. It can direct traffic, but it cannot measure what happens after someone clicks. This isn't a feature gap—it's a fundamental category difference that makes OneLink.to incompatible with modern performance marketing.

Not designed for paid advertising:

You cannot effectively run OneLink.to links in Facebook Ads, Google App Campaigns, TikTok Ads, or most major ad networks. Why? Because ad platforms require attribution partners that can send conversion data (installs, purchases, registrations) back to the network via postbacks. Without this feedback loop, the ad platform cannot optimise your campaigns—it's spending your budget blind, with no signal about which ads, audiences, or creatives actually drive results.

No attribution tracking:

OneLink.to can tell you that 5,000 people clicked your link. It cannot tell you how many of those clicks resulted in installs, which campaigns drove revenue, or which influencers generated purchases. You're measuring traffic, not outcomes—and in performance marketing, outcomes are everything.

No deep linking:

Basic routing sends users to your app's main screen after installation. Proper deep linking takes them directly to the product they clicked on, the content they were interested in, or a personalised onboarding flow. Without deferred deep linking—which maintains context across the app install process—you lose critical conversion opportunities. Users who land on a generic home screen are far less likely to complete the action they intended.

No fraud detection:

Click fraud, install fraud, and attribution manipulation are rampant in mobile advertising. Without fraud detection, you have no way to identify bots, click farms, or malicious traffic—you're paying for fake engagement and treating it as legitimate performance.

No postbacks to ad networks:

Modern ad platforms rely on real-time postbacks to optimise delivery. When someone installs your app and makes a purchase, your attribution partner notifies Facebook or Google, which then shows your ads to similar high-value users. OneLink.to cannot send these signals, so your campaigns remain stuck in manual optimisation.

No ROAS or LTV tracking:

You cannot calculate return on ad spend, customer lifetime value, or cohort-based revenue metrics. These are foundational KPIs for any paid marketing strategy—without them, you're making spending decisions based on intuition rather than data.

The business impact is severe: you can pour thousands into ad campaigns with zero visibility into what's working and what's wasting money.

When OneLink.to Works (And When It Doesn't)

Understanding where OneLink.to fits—and where it fails—helps you make the right choice for your app marketing strategy.

✅ OneLink.to is perfect for:

App Store Optimisation and organic traffic – If most of your installs come from search rankings, word-of-mouth, or content marketing, OneLink.to handles routing efficiently without overcomplicating things.

Email marketing and newsletters – Include one link in your email signature or campaign footer that works for all subscribers regardless of device.

Social media bios and organic posts – Instagram bio links, Twitter profiles, LinkedIn About sections—anywhere you need a persistent link that doesn't change.

QR codes on physical marketing materials – Packaging, product inserts, business cards, conference posters, retail displays. Print once, works forever, and you can update destinations later if needed.

PR campaigns and press releases – Journalists and media outlets can share one link that works for their entire audience.

Basic referral programmes – If you only need to track clicks (not actual installs or revenue), OneLink.to provides simple analytics.

❌ OneLink.to doesn't work for:

Running paid ads on Facebook, Google, TikTok, or other networks – Ad platforms require attribution partners to optimise delivery and measure conversions. OneLink.to cannot fulfil this role.

Measuring campaign performance and ROI – You need attribution data to know which campaigns, creatives, audiences, or keywords drive profitable installs.

Optimising ad creative based on data – Without attribution, you cannot A/B test ad variations or identify which messaging resonates with high-value users.

Tracking influencer campaign performance beyond clicks – Clicks tell you nothing about installs, engagement, or purchases. You need full attribution to calculate influencer ROI accurately.

Building retargeting audiences – Ad platforms need install confirmation and event data to build lookalike audiences and retargeting segments.

Any performance marketing that requires attribution – If you're spending money on ads and need to prove ROI, OneLink.to is the wrong tool for the job.

The pattern is clear: OneLink.to works for organic distribution. It fails for paid performance marketing.

OneLink.to vs Linkrunner: Routing Tool vs Mobile Measurement Partner

This isn't a feature-for-feature comparison—it's a category difference. OneLink.to is a smart link routing service. Linkrunner is a complete mobile measurement partner (MMP) that includes smart link routing plus everything performance marketers need to run and measure paid campaigns.

Here's the breakdown:

The key insight: If you're doing organic marketing only, OneLink.to works fine. But the moment you start spending on ads—whether it's ₹10,000 or ₹10 lakhs per month—you need a mobile measurement partner. And Linkrunner is the most affordable option.

Unlike enterprise solutions like AppsFlyer or Adjust, which charge based on complex pricing tiers and long-term contracts, Linkrunner offers transparent, startup-friendly pricing with a generous free tier of 3,000 installs per month. You get enterprise-grade attribution, deep linking, SKAN 4.0 compliance, and fraud detection without the enterprise price tag.

Linkrunner isn't just an MMP—it's smart links + attribution + deep linking + fraud protection in one affordable platform designed for modern mobile marketers who need results, not complexity.

The hidden cost of using Routing-Only tools for Paid Marketing

Let's walk through a real-world scenario that illustrates why routing tools fail performance marketers.

The situation:

A direct-to-consumer fashion brand launches an influencer marketing campaign on Instagram. They partner with 15 micro-influencers, each posting Stories and feed posts with swipe-up links to the app. They use OneLink.to for simplicity—one link that works for iOS and Android followers.

The spend:

Over three months, they invest ₹8 lakhs in influencer partnerships, content creation, and paid amplification of top-performing posts.

What they can see:

OneLink.to's dashboard shows 47,000 clicks across all campaigns. They can see the breakdown: 28,000 clicks from iOS devices, 19,000 from Android. UTM parameters tell them which influencer generated which clicks.

What they cannot see:

• How many of those clicks resulted in actual installs

• Which influencers drove users who made purchases

• Whether iOS or Android users had higher lifetime value

• Which content themes (styling tips vs product showcases) converted best

• How many installs were fraudulent or bot-driven

• What the actual return on ad spend was for each influencer

The business impact:

Without attribution, the brand renewed contracts with influencers based purely on click volume. They assumed high clicks meant high performance. In reality, three of their "top" influencers (by clicks) generated mostly low-intent traffic—users who browsed but never purchased. Meanwhile, two smaller influencers with fewer clicks drove 60% of actual revenue, but the brand nearly cut their budget.

The wasted spend:

Post-mortem analysis after switching to Linkrunner revealed that ₹5 lakhs was spent on influencers and content that generated negligible return. That budget could have been reallocated to the highest-performing creators, potentially doubling overall campaign ROI.

The solution:

With Linkrunner's attribution tracking, the brand immediately saw which influencers drove installs, which content formats generated purchases, and which audience segments had the highest lifetime value. They optimised their influencer roster, focused spend on proven performers, and increased ROAS by 3.2× in the following quarter.

This is the hidden cost of routing-only tools: you're making expensive decisions based on incomplete data. Clicks are a vanity metric. Installs, purchases, and revenue are what matter—and only an attribution platform can measure them.

Migration Path: From OneLink.to to Full Attribution

If you've been using OneLink.to and realise you need attribution, the transition is straightforward.

When to make the switch:

When you start spending on paid ads – The moment you launch Facebook Ads, Google App Campaigns, TikTok promotions, or any paid acquisition channel, you need attribution. Spending without measurement is burning money.

When you need to prove ROI to stakeholders – Investors, co-founders, or finance teams will ask: "What's our return on marketing spend?" Without attribution data, you cannot answer this question with confidence.

When you're working with influencers – If you're paying creators or running affiliate programmes, you need to track actual performance, not just clicks. Attribution shows you which partnerships drive revenue and which are wasting budget.

When iOS campaigns require SKAN 4.0 compliance – Apple's privacy framework is non-negotiable for iOS advertising in 2025. If you're running ads targeting iPhone users, SKAN integration is mandatory.

When you hit 1,000+ installs per month from paid sources – Once you're scaling beyond early traction, attribution becomes critical for identifying what's working and eliminating waste.

What the migration looks like:

Keep using OneLink.to for organic if you like – There's no need to abandon it entirely. Continue using OneLink.to for email signatures, QR codes on packaging, or social media bios where you don't need attribution.

Set up Linkrunner for all paid campaign tracking – Create attribution links specifically for ads, influencer campaigns, and performance marketing. Linkrunner handles the measurement while OneLink.to continues handling organic routing.

Export your click data for historical reference – OneLink.to provides analytics on past traffic. Export this data before switching so you maintain continuity in reporting.

Create Linkrunner attribution links in under 10 minutes – The setup process is fast. Connect your app store listings, configure deep linking parameters, and generate campaign-specific tracking links. No complicated SDK integration required for basic attribution.

Start measuring what actually matters – Within hours of switching, you'll see real-time data on installs, in-app events, revenue, and campaign performance. The difference is immediate and transformative.

Try Linkrunner free with 3,000 installs per month—no credit card required. See the difference attribution makes before committing to a paid plan.

Frequently Asked Questions About OneLink.to

What is OneLink.to?

OneLink.to is a smart link and QR code routing service that automatically directs users to the correct app store based on their device. It detects whether someone is on iOS, Android, or desktop, then sends them to the App Store, Google Play, or a custom fallback page accordingly. It's designed for organic app distribution and simplifies the process of sharing one universal link across all marketing channels.

Is OneLink.to free?

Yes, OneLink.to offers a free plan that allows you to create smart links and QR codes without a credit card. The free tier has limitations on the number of links, monthly clicks, and advanced features. Paid plans (Professional, Team, and Enterprise tiers) provide higher limits, additional customisation options, and enhanced analytics for teams with greater needs.

Can I use OneLink.to for Facebook Ads or Google App Campaigns?

No. OneLink.to is not designed for paid advertising and cannot integrate with ad platforms like Facebook, Google, or TikTok. These networks require mobile measurement partners (MMPs) that provide attribution tracking, postback signals, and conversion data to optimise campaign delivery. OneLink.to only tracks clicks—it cannot confirm installs, measure in-app events, or send performance data back to ad networks. Using routing-only links in paid campaigns means you're spending money with zero visibility into what's working.

Does OneLink.to support attribution tracking?

No. OneLink.to tracks clicks and basic traffic sources via UTM parameters, but it does not provide attribution tracking. It cannot tell you how many clicks resulted in installs, which campaigns drove revenue, or which users completed in-app actions. Attribution requires SDK integration, install confirmation, event tracking, and postback capabilities—none of which OneLink.to offers. If you need attribution, you need a mobile measurement partner like Linkrunner.

What's the difference between OneLink.to and Linkrunner?

OneLink.to is a routing tool that directs users to the correct app store and tracks clicks. Linkrunner is a complete mobile measurement partner that includes routing plus attribution tracking, deep linking, SKAN 4.0 compliance, fraud detection, ROAS measurement, and ad network integration. Think of it this way: OneLink.to answers "How many people clicked?" while Linkrunner answers "Which campaigns drove profitable installs and revenue?" If you're running paid ads or need to measure ROI, Linkrunner is the right solution.

Can OneLink.to do deep linking?

OneLink.to supports basic link routing but does not offer deferred deep linking—the ability to maintain context across the app install process and send users directly to specific in-app content after installation. Without deferred deep linking, users always land on your app's generic home screen rather than the product page, promotional offer, or content they clicked on. Linkrunner provides full deep linking and deferred deep linking capabilities, significantly improving conversion rates by delivering personalised, contextual experiences.

When should I use OneLink.to vs Linkrunner?

Use OneLink.to if you're focused purely on organic distribution (email marketing, social bios, QR codes on packaging, PR campaigns) and you don't need attribution data. It's simple, free, and works well for routing traffic without complexity.

Use Linkrunner if you're running paid ads, working with influencers, need to track ROI, require SKAN 4.0 compliance for iOS campaigns, or want to optimise user journeys with deep linking. Linkrunner is designed for performance marketers who need to measure outcomes, not just traffic.

Many teams use both: OneLink.to for organic channels where attribution isn't needed, and Linkrunner for all paid marketing where measurement is critical.

How much does Linkrunner cost?

Linkrunner offers a generous free tier with 3,000 installs per month, perfect for early-stage apps and testing. Paid plans start at affordable rates designed for startups and scale with your growth. Unlike enterprise MMPs like AppsFlyer or Adjust, which charge based on complex pricing tiers and long-term contracts, Linkrunner provides transparent, startup-friendly pricing—typically 3–7× cheaper than enterprise solutions while delivering the same core attribution, deep linking, and fraud detection capabilities.

Can I use both OneLink.to and Linkrunner together?

Yes, absolutely. Many teams use OneLink.to for organic distribution channels where attribution isn't necessary (email signatures, QR codes on packaging, social media bios) and Linkrunner for all paid marketing campaigns where attribution tracking is essential. There's no conflict—you can maintain separate links for different use cases based on your measurement needs.

Conclusion

OneLink.to is an excellent routing tool for organic app distribution—email marketing, social bios, QR codes on packaging, and PR campaigns. It solves a real problem: simplifying cross-platform links without complexity. For teams focused purely on organic growth, it's cost-effective and practical.

But OneLink.to is not designed for paid advertising or performance marketing, and it cannot measure attribution, ROAS, or campaign effectiveness. The moment you start spending money on ads—whether Facebook, Google, TikTok, or influencer partnerships—you need a mobile measurement partner. Without attribution, you're flying blind, making expensive decisions based on incomplete data.

Linkrunner delivers complete attribution, deep linking, SKAN 4.0 compliance, fraud detection, and ad network integration at a fraction of the cost of enterprise MMPs. You get enterprise-grade measurement with startup-friendly pricing—3,000 free installs per month, transparent plans, and no long-term contracts.

Ready to measure your campaigns and optimise what matters? Try Linkrunner free with 3,000 installs per month. See the difference attribution makes in your marketing decisions—no credit card required.